TELEKOM has recently begun to communicate locally, using the same creative concept and mutations addressing the target groups. We were engaged to segment the ATL communication of TELEKOM and design a targeted regional communication campaign.

Challenge

There is a strong competitive presence in the target region – both in terms of services and communication

Big Idea

Telekom backs 100% the demands of the local population with its services. It respects local cultural values and is proud of the region. Consequently, the campaign focuses on characters who suitable represent the values of Telekom and the region.

Solution

Regional ATL campaign, typically outdoor and POS areas featuring Mező Misi and Juronics Tamás. The online backing for the campaign was a Facebook-based place recognition game. Players could prove their local knowledge by guessing the zoomed in details of a famous building or monument in their town, and can also upload puzzles as active “developers”.